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Hyundai shows off its performance cred in Super Bowl ads

January 29, 2012

Hyundai has joined Audi, Lexus and Chevrolet in previewing its Super Bowl ads before the game on Feb. 5.

Hyundai will have five spots--two during the pregame, one right before the kickoff and two during the game. Hyundai will highlight its performance in most of the spots, saying that while the brand is traditionally known for safety and reliability, it has cars that are also fun to drive.

The first-quarter ad, titled “Cheetah,” pits a Hyundai Veloster turbo against the fastest cat in the world. The cage flips open, and the 201-hp Veloster takes off. The cheetah gives up after about 20 yards and turns his attention to the handler.

In the fourth quarter, Hyundai will continue with the slapstick routine. In “Think Fast,” a corporate executive gets a ride in the Genesis coupe from a subordinate when he inexplicably falls unconscious during an in-car motivational speech. The young driver slams on the brakes, then stomps back on the gas, presumably shocking his heart back into action. Bob, as the CEO will be named in upcoming marketing campaigns, is none the wiser.

The one-minute spot before kickoff might be the most important for Hyundai. It opens with an employee who says, “This is impossible.” His boss walks over and starts humming the opening notes to “Gonna Fly Now,” better known as the theme to the Rocky movies. The rest of the office joins in before the designer declares, “Let me give it another try.” The ad is titled “All For One.” Hyundai says it highlights the brand's motivation to succeed. Founding chairman Chung-Ju Yung inspired this ad with his simple response of, “Have you tried?” when confronted with difficult challenges.

For the pregame ads, one, “Victory Lap,” will feature the Elantra as the 2012 North American Car of the Year. The other, named “Faster Acting,” will have the Genesis R-Spec sedan in some sort of performance situation.